POP AIDS MILTON BRADLEY MOVE

CHICAGO -- For games marketer Milton Bradley Co., the trick to expanding distribution beyond the toy and discount chains, where it traditionally dominates, is nimble use of point-of-purchase displays.The company shifted to an aggressive POP posture in the past year, fueled by what it learned from the launch of its successful Magic Works line, which consists of six SKUs of children's magic tricks designed

CHICAGO -- For games marketer Milton Bradley Co., the trick to expanding distribution beyond the toy and discount chains, where it traditionally dominates, is nimble use of point-of-purchase displays.

The company shifted to an aggressive POP posture in the past year, fueled by what it learned from the launch of its successful Magic Works line, which consists of six SKUs of children's magic tricks designed to be merchandised together in an off-shelf shipper, said Richard P. Berne, vice

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